Summary: In this blog, we’ll learn about the intricacies of Amazon’s A9 and A10 algorithms and the differences and similarities in their features. Furthermore, this will give you an idea of how the A10 can help your business.

Key Takeaways:

  • The Amazon A9 algorithm finds the best product using customer searches, product descriptions, and external signs.
  • The Amazon A10 algorithm gives more importance to PPC and the profitability of the products.
  • The main difference between the two is that one is for paid ads and PPC, and the other is for selling naturally based on views and sales.

Amazon dominates the fast-changing online retail industry. The highly advanced algorithms determining its search outcomes help millions of shoppers find their items. For a long time, Amazon’s search was powered by the A9 algorithm. However, in 2019, Amazon introduced the Advanced Search Algorithm (A10), claiming to be more efficient and better. This blog post will explain how these two assist Amazon in maximizing merchant performance.

What is the Amazon A9 Algorithm?

The Amazon A9 algorithm which was in force up until 2021, was very much similar to Google’s with one major difference that it focused more on sales conversions. This difference means that search results on Google and Amazon could look very different, even for goods that are identical.  

For instance, Google’s findings depend greatly on how relevant, interesting, and engaging the information is. Pages get better search results if they have up-to-date information that is updated often and keeps people interested.

However, Amazon’s system weighs sales numbers more heavily because the company gets a cut of all sales made on its site. When it comes to search results, brands with higher conversion rates do better. This is exactly why some will hire an Amazon advertising agency for services like Amazon listing optimization

How Does The Amazon A9 Algorithm Work?

The Amazon A9 algorithm uses user queries, product descriptions, and outside signs to find the best products for each search. It also keeps improving its usefulness scores for each product by watching how customers use the site. Furthermore, it keeps track of how their search habits change over time. 

The A9 program uses Machine Learning technology to consider customer feedback. This helps it improve search results and the user experience. Simply put, the Amazon A9 algorithm is a system that is always changing and improving. It uses many different data sources and the latest technology to give Amazon users the best search results possible. 

What is The Amazon A10 Algorithm?

The latest version of Amazon’s search system is called A10. It ranks and shows goods based on front-end keywords, back-end keywords, customer reviews, conversion rates, and click-through rates. These are called signs because they show people’s interest in goods and their likelihood to buy them.

Aside from conversion rate, two other factors are also very important for search rank success. First is how visible the thing is. Brands with more visible products rank higher than those with less visible products. This is usually the case for brands that use Amazon’s pay-per-click ads to place their goods. Second, the words you use to search also matter. Therefore, ads that use terms that people look for to do better.

How Does the Amazon A10 Algorithm Work?

As mentioned earlier, the Amazon A10 algorithm is the improved version of the Amazon A9 algorithm. This has caused a lot of changes to how the system works as a whole. However, some processes have not changed. On the other hand, some are more important than others, like Amazon’s pay-per-click (PPC) and how profitable the goods are.

Thanks to the A10 program, many more products can be seen on Amazon, letting buyers really know what they’re buying. The Amazon A10 system has undergone many changes, and more are on the way. This has also informed sellers of fake items so they may remove them from Amazon’s search engine and website, thus helping them with Amazon listing optimization.

Difference Between the Two Algorithms

Both the Amazon A9 and A10 algorithms assist retailers in increasing website traffic and sales. Of course, there are some differences in how the programs do some things, too.

Amazon A9 is an old Amazon algorithm that helps sellers get a better ranking with search terms, pay-per-click (PPC), and Amazon’s own paid ads. On the other hand, the A10 algorithm helps the seller’s goods move up in the search results by tracking clicks. In other words, it lists the items that people look at or click on the most on the website. In addition, it also lists the items that people buy the most. It also shows the goods of your rivals right below your own.

This is where the code for the Amazon A9 and A10 methods differs. One is for paid ads and pay-per-click (PPC), and the other is for selling naturally based on views and sales. No matter what, they are both from the same Amazon search engine that will find the right product for buyers and give sellers the right rank for their goods on


Amazon’s A9 to A10 algorithm change significantly affected product rankings. Sellers must prioritize keyword relevance, customer involvement, and agile inventory management in A10. Selling on Amazon is competitive, but being educated and using these methods can help sellers succeed in the dynamic A10 age. Besides, you can always get help from an Amazon advertising agency or through services like Amazon consulting service. Furthermore, Amazon strives to provide the greatest purchasing experience; knowing these algorithms is crucial.